1. Film Industry

2. Media Convergence
 Questions to think about
 What happens when different types of media come
together? What new experiences do we get? What are
the advantages?

3. Media Convergence
 The combining of Old and New Media in
production/distribution/exhibition
 The combining of two or more Mediums
Production/distribution/exhibition

4. Old and New Media
 Particular Magazines (old media) which have also
produced a website (new media)
 TV (old media) which have constructed interactive
channels (new media)
 Film (old media) which is now a downloadable content
(new media)

5. Combining of 2 or more mediums
 TV industry which work with the animation
industry
 Film industry which work with the music
industry
 Video game industry which work with
Online Media

6. Synergy
 This also works with Media convergence.
 Synergy is the meeting of 2 or more agents which have
a larger effect then if they acted independently.
 Difference: media convergence is based on media
industry whereas synergy can be two agents from any
industry.

7. Synergy
 You may recognise synergy at all stages of
production/distribution/exhibition
 Production: when a film is produced and the producer
is required to work with another agent e.g. Music
professionals = synergy

8. Synergy
 Distribution: when distributing your film or placing a
marketing campaign you may need to work with other
agents for a larger impact.
Distribution company + Online organisation +
Retail organisation = larger effect on release
method = Synergy

9. Synergy and Marketing
 Cross promotion: 2 or more agents working together to
gain exposure from one another's audience
 Related products: also known as merchandising. Products
which have been produced by other agents which are
related to the film
 Simultaneous release: For companies that have got similar
products coming out it makes sense for the release dates to
be the same so the marketing push can be schedule for one
big launch.

10. Media Convergence/Synergy
 There is cross media convergence with computer
animation and filming,
BUT the most profitable benefit and most relevant
concerns DVDs, Blue Ray, CDs etc being released at
the same time as the film (Simultaneous release)

11. Quantum:
 Production: media convergence can be recognised in
this stage through the production team working with
3D specialists and hand animation specialists to create
the effect of Bond using a motorbike to vault from a
jetty onto a cargo ship.

12. Quantum
 Distribution: Synergy
 Heineken Pilsener: released as Quantum beer
 Avon: perfume featuring Bond girl
 Coke: rebranded coke zero as coke zero zero seven.

13. Quantum
 Synergy: Cross promotion
 Sony: Competition ‘mission for a million’
Registered players to use products to complete tasks.
Each completed mission = chance to win $1 million +
trip

14. Attack the Block
 Media Convergence: worked with online media.
‘Online provides the hub for the campaign’.
 Worked with radio. ‘radio used to convey the tone of
the film’
 Worked with TV industry: core of the plan

15. Attack the Block
 Media convergence:
Social Hub: Facebook: ‘Targeted ads to start early on to
build early awareness and encourage users to ‘defend
their block.’
Also aimed to generate VIRAL spread.

16. Attack the Block
 Synergy
Channel Mix: working with TV in order to maximise
awareness through coverage channels, comedy and
music.
Live Magazine: reach urban London teen audience.

17. Synergy- big v small
The benefit of big companies is that they can synergise
more easily - if Sony owns the video game company and
CD soundtrack company, aswell as the film company
(Sony Pictures Entertainment) , the distributing arm
doesn't have to approach lots of individual companies
and it will cost less money this way.

18. Big v small
The distributors of Attack the
Block cant use synergy in the same
way and this is a major
disadvantage.
Sony can utilise Synergy whilst
independents cant!